Director, Performance Brand Marketing

Company Overview

Sleep Number is a sleep wellness technology leader. For nearly four decades, we have placed sleep at the center of wellbeing, improving over 15 million lives with our Sleep Number smart beds. We are guided by our purpose – to improve the health and wellbeing of society through higher quality sleep. This is exemplified through our 4,000+ mission-driven team members who passionately innovate to drive value creation through our vertically integrated business model, owning the process from start to finish, including selling in our over 650 stores nationwide.

Our team members are encouraged to bring their whole selves to work, sharing their unique perspectives, backgrounds and skills with Sleep Number every day. Whether you are entering, returning or experienced in the workforce, we have a place for you. We hope you join us in creating the future through higher quality sleep.

Position Profile              

The Director of Performance Brand Marketing is responsible for leading the strategy, planning, and performance accountability for all performance brand channels (Linear TV, CTV, OLV, Podcast, Radio, OOH, etc.) to generate demand and business growth for Sleep Number.  This position will partner with digital marketing, creative, analytics, and external agencies to ensure efficient investment of Sleep Number’s acquisition budget, while maximizing cross-channel impact and revenue. 

Primary Responsibilities

Strategic program leadership and innovation

• Command Sleep Number’s performance brand marketing strategy and media budget, ensuring every dollar is allocated effectively to maximize ROI and exceed ambitious performance goals.
• Architect the performance brand marketing strategy and partner with external agency to execute across Linear TV, CTV, OLV, Terrestrial/Satellite Radio, Podcasts, Streaming, and OOH. 
• Build a weekly, monthly, quarterly, and annual media investment plan aligned with sales events, product launches, promotions, etc.
• Clearly define KPIs and channel(s) role in the funnel
• Partner with marketing, merchandising, e-commerce, and store operations teams to align media efforts with product launches, promotions, and in-store events.
• Partner closely with the internal creative team to ensure we are running the best creative possible to ensure our marketing dollars drive sales

Performance measurement and optimization

• Translate complex data into clear, actionable insights for both tactical optimization and high-level strategic pivots
• Partner with Analytics team to assess brand lift, search lift, sales impact, attribution models and MMM results
• Establish a test-and-learn agenda for your channels
• Oversee media performance reporting and analytics; use insights to optimize campaigns and inform future planning.
• Work closely with the internal team and external agencies to adjust as needed to maximize KPIs and deliver on revenue goals
• Monitor the competitive landscape and emerging media trends to stay ahead of the curve.

Cross-functional influence and partnership

• Champion the performance brand marketing vision across Sleep Number and external agencies, ensuring alignment with senior leadership, analytics, product, finance, sales, etc..
• Cultivate strong relationships with agencies and media partners, staying on the cutting edge of platform best practices
• Build a best-in-class performance brand marketing team; foster a culture of innovation and accountability with a passion for exceeding goals
• Deliver clear, concise updates to senior leadership, confidently representing the strategy and performance in high-stakes presentations
• Manage relationships with media agencies, to ensure high-quality execution and ROI.
• Conduct Monthly and Quarterly Business Reviews with agencies, holding them accountable to efficiency and performance KPIs
• Ensure linear + CTV + OLV planning is unified and partner with digital team to measure halo effects on digital channels

Budget management and resource allocation

• Own media budget of approximately $150 million
• Allocate spend across channels based on incrementality, ROI, and MMM results
• Maintain budget pacing reports and report out on efficiency
• Partner with Finance to forecast CAC, ROAS, and revenue contribution
• Ensure efficient spend and maximize return on investment through data-driven decision-making

Position Requirements

• Bachelor's degree in Marketing, Communications, Business or equivalent work experience
• 8-10+ years of experience in media strategy and execution, preferably in retail or consumer goods
• Proven success in managing large-scale, multi-channel performance brand marketing campaigns
• Must have experience in developing and managing a performance brand marketing budget of at least $100M annually
• Must have experience in building media mix strategies across Linear TV, CTV, OLV, Radio, Podcasts, OOH
• Must have experience with leading cross-channel integration between brand-driven and performance-driven media
• Must have experience using media mix models (MMM) and incrementality testing to guide budget allocation
• Experience with Netflix, Roku, Amazon
• Must be familiar with MNTN, Tatari, and other modern traditional media platforms
• Experience with reach and frequency management and understanding of halo effects on digital channels
• Strong understanding of retail marketing cycles, customer segmentation, and performance media
• Excellent leadership, communication, and cross-functional collaboration skills
• Passionate about delivering results and hitting goals

Working Conditions

• Hybrid schedule: three days in the office, two days remote.
• Standard business hours, Monday-Friday, with occasional evening or weekend support as needed.
• This role does not have a travel expectation (if remote, travel is occasionally required).

Americans with Disability Act Disclaimer

Sleep Number will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990 and other applicable federal, local, or state laws.

Wellbeing

Wellbeing is more than a catchphrase - it's a movement that permeates our company and through our team members. We are dedicated to enhancing and supporting the wellbeing of our team members and their families through benefits, programs, and resources across our five wellbeing pillars of emotional, financial, career, community, and physical health, with sleep at the center.

By joining our team, in addition to offering competitive pay programs, we are proud to offer eligible team members an extensive benefits package including, but not limited to medical and pharmacy benefits, dental, life and disability insurance, a 401(k) Plan, paid time off, and much more.

Safety

Safety is a top priority for Sleep Number supporting customers and team members wellbeing. We are committed to maintaining a safe and healthy work environment for all team members that are consistent with CDC guidelines, U.S. Department of Labor’s Occupational Safety and Health Administration (OSHA), and state/local laws.

EEO Statement

Sleep Number is an equal opportunity employer. We are committed to recruiting, hiring and promoting qualified people and prohibit discrimination based on race, color, marital status, religion, sex (including gender, gender identity, gender expression, transgender status, pregnancy, childbirth, and medical conditions related to pregnancy or childbirth), sexual orientation, age, national origin or ancestry, citizenship status, physical or mental disability, genetic information (including testing and characteristics), veteran status, uniformed servicemember status or any other status protected by federal, state, or local law.

Americans with Disabilities Act (ADA)

It is Sleep Number’s policy to provide reasonable accommodations to qualified individuals with disabilities during the application process, consistent with applicable law. We may require supporting medical or religious documentation where applicable and permissible by law. If you are a qualified individual, you may request a reasonable accommodation at any time during the selection process, including if you are unable or otherwise limited in your ability to access open roles here.